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Project 1: Audience Persona Profile Building

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A persona profile for a Starbucks customer

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Project 1: Audience Persona Profile Building

  1. 1. Starbucks Overview October, 2015
  2. 2. On-the-Run Rachel BACKGROUND: • Assistant to a film executive in LA • Moved to California right after college • Recent NYU Film school graduate DEMOGRAPHICS: • Female • 20-23 • $35,000 a year • Urban IDENTIFIERS: • Always on the run • No free time • Confident, hard-working
  3. 3. On-the-Run Rachel GOALS: • Become a film director • Be content in her job/salary CHALLENGES: • Overworked by the insane hours that being an assistant comes with • Not having enough free time to cultivate other skills/relationships HOW WE HELP: • Her coffee breaks are her few moments of zen everyday • Using Starbucks’ resources, she can be as efficient as possible while getting orders for her bosses, making her look good
  4. 4. On-the-Run Rachel REAL QUOTES: • “Working 12-hour days can be very exhausting, drinking multiple cups of coffee helps me get through it.” • “I need the quickest and most convenient option when getting coffee.” • “Getting my bosses coffee order right is paramount to doing a good job.” COMMON OBJECTIVES: • Get through my long days while staying alert and on-task • Getting my bosses what they need as quickly as possible • Having an accessible coffee place to visit no matter where I am while on the job
  5. 5. On-the-Run Rachel MARKETING MESSAGING: • The Starbucks App will cut out time waiting in line and you can save money by using the Rewards system SOCIAL MEDIA MESSAGING: • Tweet: “5am call-time today, thankfully I have my vanilla latte to keep me awake.” • Instagram: “Mid-day pick me up” • Facebook post: “So happy that pumpkin flavors are back, I love festive coffee at work!”

A persona profile for a Starbucks customer

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